The digital landscape continues to evolve with new innovative ways of marketing, advertising and branding for businesses. While Black business owners’ imitable creativity marks them as trendsetters in their respective markets, lack of access to essential digital tools keeps them a few steps behind when it comes to their businesses’ online presence. To improve that, the Fifteen Percent Pledge and Google Shopping have recently joined forces for a two-year partnership to help place Black entrepreneurs ahead of the curve.

The Fifteen Percent Pledge, founded by fashion designer Aurora James in June 2020, is a nonprofit that pushes for major retailers to pledge 15 percent of their shelf space to Black-owned businesses. As Google Shopping is committed to Black businesses within its own company mission, the tech giant is now backing the organization in its Business Equity Community — an online, networking platform that will provide Black business owners access to digital tools, training and workshops.

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The online database will connect more than 1,200 Black-owned small businesses with retailers that have committed to the Pledge including Nordstrom, Sephora and Macy’s Inc., according to a press release provided to AfroTech.

“One of our key initiatives here at Google Shopping really is to commit to supporting Black-owned businesses and helping them, especially on the merchant side to make it easier for people to find their businesses,” Google Shopping director of marketing Stephanie Horton told AfroTech. “For us, [the Fifteen Percent Pledge] just seemed like a perfect match and a great synergy of missions.”

Horton spoke with AfroTech about the Fifteen Percent Pledge partnership, Google’s digital training for Black entrepreneurs and inspiring other big partners to join the movement.

Editorial note: Portions of this interview have been edited and condensed for clarity.

Stephanie Horton

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